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Page 40
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Others insist on filling in a gap with a logo or decal that bears little relation to the rest of the design.
And why do so many operators still insist on treating a threedimensional object such as a truck like four separate sheets of blank paper?
Ironically, it's never been easier to get a good design. Thanks to the arrival of superfast computer-generated graphics and easy-toapply adhesive materials you don't have to pay a lot of money to achieve an eye-catching livery.
But what you do have to accept is that people who design awardwinning liveries usually don't run trucks for a living, and vice versa.
Our four judges fought their way through 152 entries and over 600 slides to separate the wheat from the chaff. Their brief was simple: select those designs which are consistent around the vehicle and which deliver an unambiguous, high-impact message as to what the company does and how it approaches its business. The winners of CM's 1995 Livery Awards have firmly grasped those livery principles. Perhaps it's time the rest of the industry followed suit.